Evolution or Revolution: The Impact of Digital on Shoppers and Stores

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NIELSEN CONSUMER 360 JUNE 2013 EVOLUTION OR REVOLUTION: THE IMPACT OF DIGITAL ON SHOPPERS AND STORES

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Evolution or Revolution: The Impact of Digital on Shoppers and Stores. Nielsen Consumer 360 June 2013. Client introduction . Steve Carlotti Managing Director Cambridge Group. Douglas Straton E-commerce Center of Excellence Unilever. Kelly Breitenbecher - PowerPoint PPT Presentation

Transcript of Evolution or Revolution: The Impact of Digital on Shoppers and Stores

Page 1: Evolution or Revolution:  The Impact of Digital on Shoppers and Stores

NIELSEN CONSUMER 360JUNE 2013

EVOLUTION OR REVOLUTION: THE IMPACT OF DIGITAL ON SHOPPERS AND STORES

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CLIENT INTRODUCTION

Douglas StratonE-commerce Center of Excellence

Unilever

Kelly Breitenbecher SVP of Omnichannel and

Merchandising OperationsPetco

Steve CarlottiManaging DirectorCambridge Group

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WHAT DO WE MEAN BY ‘DIGITAL’?Today we will focus on Digital Touchpoints and e-commerce & influenced sales

DIGITAL ADVERTISING

DIGITAL TOUCHPOINTS

E-COMMERCE

+ +

ACROSS ANY DIGITAL PLATFORM

+DIGITALLY

INFLUENCED SALES

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THINKING ABOUT THE DEMAND SEGMENTSHIGH DIGITAL TOUCHPOINT USAGE

LOW DIGITAL TOUCHPOINT USAGE

LIGH

T E-

COM

MER

CE B

UYE

RSHEAVY E-CO

MM

ERCE BUYERS

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TWO SIMPLE OPPORTUNITY AREAS FOR A COMPLICATED WORLD

Role that category plays in e-commerce

OPPORTUNITY

KEY FOR SUCCESS

HOW PEOPLE SHOP

Importance of touchpoints in digital shopper marketing

Shopper Marketing Opportunity

WHERE PEOPLE BUY

E-commerce Opportunity

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WHAT WE KNOW ABOUT HOW PEOPLE SHOP

Source: Q2 2013 Digital Shopping Information Survey; Nielsen NetView Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobilesearches n=6,303. Q: Why did you search on this mobile device? (select all that apply)

90%of retail site visitors are

browsers, not buyers

2xAs much Millennial

digital engagement for CPG vs. Boomers

How many people see mobile search

as most convenient?

2 in 3

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WHAT WE KNOW ABOUT WHERE PEOPLE BUY

Source: Q2 2013 Digital Shopping Information Survey

40%Increase in

CPG e-commerce penetration in 12 mos.

How often is only a single category

purchased in an online trip? #1reason people

buy online is for lower price

60%

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WHERE PEOPLE BUYFUTURE OF ECOMMERCE

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NON-LINEAR PATH-TO-PURCHASECHANNELS BLURRING, ENTER AND BUY ANYWHERE

MULTI-CHANNEL EXECUTION

RETAILER WIN TODAY

DIGITAL /eCOM NEW MODELS

WIN BIGGER ON-LINE

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NOT JUST A CHANNELBUT A SHOP WINDOW THAT ENABLES “ANYWHERE”

Tanz

ania

Indi

aKe

nya

Sout

h Af

rica

Egyp

tN

iger

iaM

exic

oVi

etna

mRo

man

iaBr

azil

Russ

iaTu

rkey

Port

ugal

Colo

mbi

aPo

land

Hung

ary

Irela

ndAr

genti

naU

AETa

iwan

Slov

akia

Esto

nia

Belg

ium

Aust

ralia

Cana

daSw

itzer

land U

KLu

xem

bour

gDe

nmar

kSw

eden

% using Digital to research products or services

% using Digital to purchase products or services

Internet Penetration

RESEARCH PRODUCTS ONLINE

OPP TO BUILD EQUITY

OPP TO DRIVE TRIAL

CLOSE SALE ANYWHERE

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ECOMMERCE IS SOCIAL+MOBILE+RETAILMOBILE IS “GLUE”

CONNECT ANYWHERE

SHOPPER IS IN CONTROL

RICH ENGAGING CONTENT

CLOSE THE SALE

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ENABLE MULTI-CHANNELBETTER LEVERAGE DIGITAL REAL ESTATE – SHOPPERS EXPECTATIONS

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SHOPPING ALONGSIDE MOBILEIS THE NEW NORMAL

Who you’re talking to

When you’re shopping

Where you’re going

What you want/like

Who you’ve paid

SMARTPHONE PENETRATION

SOCIAL NETWORKING

APPS

PAYMENT

SHOPPING

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HOW DO WE ACTIVATE?NOT JUST WHERE TO BUY, BUT SHOPPING HOW?

SHOPPER CENTRIC

CREATE ENGAGING CONTENT

WHERE AND HOW TO ENGAGE

HOW TO CLOSE THE SALE

Enhanced/Relevant Content

Search

Ratings Lists

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YOUR OPPORTUNITY TO SHARE AND CONNECT!Table Talk time

THE THREE QUESTIONS

Given there are many more browsers than buyers in CPG digitally, where do you see

your opportunity?

With the continued e-commerce channel growth, how will it impact the trip and basket composition for shoppers?

How will Millennials and their differing expectations

change shopping?

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IN CLOSING…

LET’S CONTINUE THE DIALOGUE

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